In this lecture, Fiona Dawson, Managing Director, of Mars Chocolate, describes the importance of innovation to brand growth, and outlines some successful approaches to brand innovation. View Summary

In this lecture, Fiona Dawson, Managing Director, of Mars Chocolate, describes the importance of innovation to brand growth, and outlines some successful approaches to brand innovation. She begins by arguing that brands are as important to products as names are to people, and cites statistics to underpin her core argument that innovations come off a strong brand base. She argues that correct product concept and positioning and resource planning are key to successful brand innovation.

2

Keynote speech of Mark Hunter, CEO Molson Coors, and President of ISBA

Includes video content

Recommended by Warc editors

Trends

Best Practice

Mark Hunter, Classic Speeches, April 2010

Mark Hunter, CEO of the Molson Coors (UK) and President of ISBA, delivered his keynote speech in London to the annual Members' Lunch on 21st April 2010. View Summary

Mark Hunter, CEO of the Molson Coors (UK) and President of ISBA, delivered his keynote speech in London to the annual Members' Lunch on 21st April 2010. The focus was a call for action to adland, stressing that transformational change is required in the marketing communications industry to ensure that clients and agencies maximise the opportunity for brilliant and effective work. He identified areas and challenges for clients and agencies to address. Hunter concluded by saying both sides should take responsibility for change.

3

Brands of the future and the importance of style

Includes video content

Recommended by Warc editors

Trends

Best Practice

Sir John Hegarty, Market Leader, Quarter 2, 2010, pp. 46-48

Based on his talk to the 2009 Marketing Society Conference in the UK, Sir John Hegarty describes how the entertainment world has collided with the fashion world and considers how brands should respond? New avenues of expression have appeared. View Summary

Based on his talk to the 2009 Marketing Society Conference in the UK, Sir John Hegarty describes how the entertainment world has collided with the fashion world and considers how brands should respond? New avenues of expression have appeared. In the midst of all this, opportunity and creativity are expanding exponentially. Marketers need to think of the consumer as an audience to be entertained. Style is everything – an example is the O2 mobile phone company and its association with the music venue. With daring thinking, digital technology means that brands can now build unprecedented relationships with their potential audiences.

4

In brands we trust

Includes video content

Recommended by Warc editors

Trends

Best Practice

Karan Bilimoria, British Brand Group, The 9th Brands Lecture, 2009

Lord Karan Bilimoria, founder of Cobra Beer, addressed the British Brands Group with the history of the Cobra brand. View Summary

Lord Karan Bilimoria, founder of Cobra Beer, addressed the British Brands Group with the history of the Cobra brand. This journeys from the original desire to brew a beer that was halfway between lager and ale, through a last minute change in name based on consumer feedback, to significant communication strategies such as the partnership with TV channel, Dave. He considers what makes a brand loved and relates lessons learned through undertaking a joint venture with Molson Coors.

5

Can brands save the world? Let's hope so

Includes video content

Recommended by Warc editors

Trends

Best Practice

Richard Reed, British Brand Group, The 8th Brands Lecture, 2008

Richard Reed, co-founder of Innocent Drinks, addressed the British Brands Groups with the belief that capitalism has caused many world problems but can also be used to solve them. View Summary

Richard Reed, co-founder of Innocent Drinks, addressed the British Brands Groups with the belief that capitalism has caused many world problems but can also be used to solve them. He recognises that business is the main driving force of the 21st century and is best placed to make social change. Citing philanthopic industrialist, Titus Salt, Reed calls for a better way to do business, which is at the root of the Innocent strategy: keeping things natural, using responsible ingredients, making sustainable packaging and a resource-efficient business, and donating a percentage of profits to charitable causes. He recognises that a more ethical business is more financially costly but believes it is worth the investment in future supply and the brand loyalty it helps generate.

6

They think it's all over...

Includes video content

Recommended by Warc editors

Trends

Best Practice

Martin Glenn, British Brand Group, The 7th Brands Lecture, 2007

In this speech given by Martin Glenn, CEO of Birds Eye Iglo Group in 2007, he states that the world of business has never before been under such public scrutiny. View Summary

In this speech given by Martin Glenn, CEO of Birds Eye Iglo Group in 2007, he states that the world of business has never before been under such public scrutiny. As a result, there is the chance that brand managers put more emphasis on managing public reputation than selling more of the product or service. Glenn looks to restore the confidence in brand managers to reclaim authority to manage brands positively, recognising negative forces in the value paradox, diffusion of technology, a lack of training amongst marketers, closer public scrutiny and the rise of private equity. Five suggested improvements are to return to basics, apply marketing planning to external affairs, trust consumers, recognise that private equity represents an opportunity and be balanced in their marketing approach.

7

I wonder why

Includes video content

Recommended by Warc editors

Trends

Best Practice

O. Burtch Drake, Classic Speeches - 4As, 2007

In this provocative speech to the 2007 ANA Agency Client Forum, O. Burtch Drake, the then 4A’s (the American Association of Advertising Agencies) President, examines client-agency partnerships, and ar...

In this provocative speech to the 2007 ANA Agency Client Forum, O. Burtch Drake, the then 4A’s (the American Association of Advertising Agencies) President, examines client-agency partnerships, and argues that some agencies and industry media could do more to ease this often fraught relationship.

8

The Lovemarks Effect

Includes video content

Recommended by Warc editors

Trends

Best Practice

Kevin Roberts, British Brand Group, The 6th Brands Lecture, 2006

Brands are struggling for relevance in a dramatically changing world. Consumers are smart, impatient and spoilt for choice. View Summary

Brands are struggling for relevance in a dramatically changing world. Consumers are smart, impatient and spoilt for choice. Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, discusses Lovemarks: a group of brands that become a loved part of consumers' lives. This comes out of understanding consumers' dreams, what they want and when they want it, and what makes a great experience. Roberts posits that we are now part of the Attraction Economy, where consumers are central and attracted to brands, and is characterised by engagement, connection, meeting personal needs, being interactive, rewarding return on involvement; and divergence. Nine ideas to create the Lovemarks effect are offered and include using emotion, involve inspirational consumers and embrace all of the screens in modern day life.

9

Brands beyond business

Includes video content

Recommended by Warc editors

Trends

Best Practice

Simon Anholt, British Brand Group, The 5th Brands Lecture, 2005

In this speech, Simon Anholt spoke on branding and development. He suggests that branding is a field of practice and the definition of a brand is the filter through which a product, service or entity is viewed. View Summary

In this speech, Simon Anholt spoke on branding and development. He suggests that branding is a field of practice and the definition of a brand is the filter through which a product, service or entity is viewed. Anholt proposes that brand value accounts for a third of the world's wealth and that developing nations, typically home to industries producing raw materials and unbranded products are far more vulnerable to changes in the market. Five arguments for why poorer countries don't brand are examined and addressed to find the solutions, such as what can be done to change the Country of Origin effect - where a country's image colours its produce. Examples such as the Tata Corporation and Cybersoft demonstrate how brands from developing countries are enjoying some degree of success at an international level.

10

Hybrids, the heavenly bed and purple ketchup: How to re-energise and build true relevance and differentiation for your brand

Includes video content

Recommended by Warc editors

Trends

Best Practice

David Aaker, British Brand Group, The 4th Brands Lecture, 2004

David Aaker's speech centred on brand portfolio strategy, which has five main objectives. Clarity of the brand portfolio is reduced by lack of clarity around the brand mission and the presence of too many brands. View Summary

David Aaker's speech centred on brand portfolio strategy, which has five main objectives. Clarity of the brand portfolio is reduced by lack of clarity around the brand mission and the presence of too many brands. Brands can be leveraged beyond their initial function, as long as they are distinct from other products. Energising brands is essential to prevent them from becoming lifeless, even amongst leading ones. Differentiation is the most important aspect to achieve. And to succeed in the fast-moving market environment, products, services and brands must stay relevant and respond to trends.

11

Making the Tough New Business Decisions

Includes video content

Recommended by Warc editors

Trends

Best Practice

Mark Goldstein, Classic Speeches - 4As, 2004

Mark Goldstein, ceo, Fallon Worldwide, offers what he terms a "failsafe" way for agencies to generate new business in this 2004 4A's (the American Association of Advertising Agencies) speech. View Summary

Mark Goldstein, ceo, Fallon Worldwide, offers what he terms a "failsafe" way for agencies to generate new business in this 2004 4A's (the American Association of Advertising Agencies) speech. They are advised to stop hiring or accepting business from "mediocre" people or clients. Goldstein says agencies should fight for their right to take tough decisions, but not to "pitch anything that moves".

12

The Future of Marketing

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jim Stengel, Classic Speeches - 4As, 2004

The impact of the internet and time-shifting/VOD services on TV advertising is discussed by Jim Stengel, P&G's global marketing officer, in this 2004 4A's (the American Association of Advertising Agencies) speech. View Summary

The impact of the internet and time-shifting/VOD services on TV advertising is discussed by Jim Stengel, P&G's global marketing officer, in this 2004 4A's (the American Association of Advertising Agencies) speech. He argues that marketers are applying "antiquated thinking", which fails to reflect consumers' viewing habits. Specifically, online and TV campaigns need to show a greater degree of convergence, and move towards a "holistic" model. The evolution of P&G's marketing spend is highlighted; the firm's media agencies are collaborating more, fostering "innovative" consumer connections.

13

The Rise of Advertising

Includes video content

Recommended by Warc editors

Trends

Best Practice

Bob Schmetterer, Classic Speeches - 4As, 2003

This 2003 4A's (the American Association of Advertising Agencies) speech from Bob Schmetterer (president/coo of Havas, chairman/ceo of Euro RSCG Worldwide) argues for the ad industry to redefine and reimagine itself in the wake of the digital revolution. View Summary

This 2003 4A's (the American Association of Advertising Agencies) speech from Bob Schmetterer (president/coo of Havas, chairman/ceo of Euro RSCG Worldwide) argues for the ad industry to redefine and reimagine itself in the wake of the digital revolution. This process can be achieved, Schmetterer says, by agencies applying creative thinking to advertisers' total business strategies, by encouraging them to embrace innovation and risk-taking in hostile conditions. Agencies' creative thinking can benefit clients in many different areas, including corporate partnerships and the firms' general business position; for example, Starbucks has attained a very strong brand identity despite spending next to nothing on ads, and brands have achieved greater convergence with the entertainment industry via product placement in films.

14

The best defense Is a great offense

Includes video content

Recommended by Warc editors

Trends

Best Practice

Ken Kaess, Classic Speeches - 4As, 2003

Recession and the impact of advertising spending cuts are the subject of this 2003 speech to the 4A’s (the American Association of Advertising Agencies) Management Conference.

Recession and the impact of advertising spending cuts are the subject of this 2003 speech to the 4A’s (the American Association of Advertising Agencies) Management Conference.

15

Branding Your Agency in a New Environment

Includes video content

Recommended by Warc editors

Trends

Best Practice

Allen Rosenshine, Classic Speeches - 4As, 2002

Allen Rosenshine discusses how agencies can best do business in the context of rising internet use - and the bursting of the dotcom bubble - in this 2002 4A's (the American Association of Advertising Agencies) speech. View Summary

Allen Rosenshine discusses how agencies can best do business in the context of rising internet use - and the bursting of the dotcom bubble - in this 2002 4A's (the American Association of Advertising Agencies) speech. He argues that the death of traditional media at the hands of digital has been exaggerated, and that, regardless of technological development, human nature will not change; this means that agencies should not completely revolutionise what they do, but should instead adapt what they are already doing to the new online medium. Successful agency branding is seen by Rosenshine as a process of repetition and consistency of good work, rather than being driven by gimmicks. Rosenshine also concedes that many ads made by an agency will not be successful, but argues that the standout home run ads can be heavily promoted in order to improve the whole agency's brand.

16

Posh Spice and Persil

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jeremy Bullmore, British Brand Group, The 2nd Brands Lecture, 2001

In this speech, Jeremy Bullmore presents 13 inconvenient brand facts including "A brand image belongs not to a brand – but to those who have knowledge of that brand" and "Much of what influences the value of a brand lies in the hands of its competitors". View Summary

In this speech, Jeremy Bullmore presents 13 inconvenient brand facts including "A brand image belongs not to a brand – but to those who have knowledge of that brand" and "Much of what influences the value of a brand lies in the hands of its competitors". He aims to understand these issues more in order to be able to make better decisions in marketing products. A brand, if it is to enjoy genuine celebrity, must be known to a circle of people that far exceeds its target group and the reputation of the brand exists only in the minds of people. Bullmore looks at the different factors that contribute to the impression of brands that resides in people's minds. Above all, he stresses that functional efficiency is a strong brand's first prerequisite.

17

Gustibus Non Est Disputandum

Includes video content

Recommended by Warc editors

Trends

Best Practice

Keith Reinhard, Classic Speeches - 4As, 2001

In this 2001 4A's (the American Association of Advertising Agencies) speech, Keith Reinhard, chairman of DDB Worldwide, discusses issues of taste and decency in advertising. View Summary

In this 2001 4A's (the American Association of Advertising Agencies) speech, Keith Reinhard, chairman of DDB Worldwide, discusses issues of taste and decency in advertising. Reinhard argues personal taste is individual choice - meaning that care should be taken on labelling an ad or ad strategy as "bad taste" - but concedes that he is "bothered and embarrassed" about some of the more provocative and extreme ads he has seen recently. Agencies are "on the hook" for whether or not to produce bad taste ads - the choice is theirs to make.

18

Hey - This Stuff Actually Works

Includes video content

Recommended by Warc editors

Trends

Best Practice

Brenden Ryan, Classic Speeches - 4As, 2001

In his inaugural address as incoming chairman of the American Association of Advertising Agencies (4A's) in 2001, Brenden Ryan discusses the issue of clients losing faith in the advertising business ...

In his inaugural address as incoming chairman of the American Association of Advertising Agencies (4A's) in 2001, Brenden Ryan discusses the issue of clients losing faith in the advertising business and their concerns that agencies are being paid too much.

19

Hey, this stuff actually works?

Includes video content

Recommended by Warc editors

Trends

Best Practice

Brendan Ryan, Classic Speeches - 4As, 2001

Brendan Ryan, CEO of FCB, asks in this speech to the 4A's (the American Association of Advertising Agencies) 2001 Management Conference why sectors such as government, press and banking are losing fai...

Brendan Ryan, CEO of FCB, asks in this speech to the 4A's (the American Association of Advertising Agencies) 2001 Management Conference why sectors such as government, press and banking are losing faith in the advertising industry, and defends advertising agencies against claims that they are overpaid.

20

Are brands good for Britain?

Includes video content

Recommended by Warc editors

Trends

Best Practice

Tim Ambler, British Brand Group, The Inaugural Brands Lecture, 2000

Most of the objections to brands turn on different expectations of what life should offer. So far as economic and social welfare are concerned, brands provide consumer benefits of three kinds: economic (value for money), functional (quality) and psychological (personal satisfaction). View Summary

Most of the objections to brands turn on different expectations of what life should offer. So far as economic and social welfare are concerned, brands provide consumer benefits of three kinds: economic (value for money), functional (quality) and psychological (personal satisfaction). British companies do not fully recognise the importance and significance of brands. The boards of British companies spend only about 10% of their time worrying about marketing and brand equities. They need to put formal measures in place to ensure these matters go to the top of their agenda. In the British market, four of the top ten advertising spenders are British, if Unilever can be said to be British, but none of the other three has any significant presence overseas. This should be a wake up call to the top management of British firms. Top management has the tools both to make those more successful and to raise their game with the others. Marketing metrics are an intrinsic part of that and so is ambition. The issue is not about keeping shareholders quiet but about brand stewardship.

21

Sparks that Fire the Relationships that Make Great Advertising

Includes video content

Recommended by Warc editors

Trends

Best Practice

John Pepper, Classic Speeches - 4As, 1999

John E Pepper (P&G chairman) discusses what makes great advertising in this 1999 4A's (the American Association of Advertising Agencies) speech. View Summary

John E Pepper (P&G chairman) discusses what makes great advertising in this 1999 4A's (the American Association of Advertising Agencies) speech. For him, the first crucial component is a strong and simple strategy that ties the brand to something important in the consumer's daily life. Secondly, a believable and engaging way of communicating this strategy. For these components to work, however, both the product being sold and the agency doing the selling need to be superior, Pepper adds. The relationship between agency and advertiser should also be characterised by trust and candor.

22

If I could do it all again

Includes video content

Recommended by Warc editors

Trends

Best Practice

Phil Dusenberry, Classic Speeches - 4As, 1999

If the advertising industry could begin again, how would it change its history and working practices? In this speech to the 4A's (the American Association of Advertising Agencies) 1999 Creative Confer...

If the advertising industry could begin again, how would it change its history and working practices? In this speech to the 4A's (the American Association of Advertising Agencies) 1999 Creative Conference, Phil Dusenberry, BBDO Chairman, muses on these points and expresses his feelings on the client/agency relationship.

23

Making Magic

Includes video content

Recommended by Warc editors

Trends

Best Practice

Kevin Roberts, Classic Speeches - 4As, 1998

In a speech to the European Advertising Agencies' Association in 1998, Kevin Roberts of Saatchi & Saatchi rebuts claims made by the CEO of Unilever, Niall Fitzgerald, that advertising 'is suffering a ...

In a speech to the European Advertising Agencies' Association in 1998, Kevin Roberts of Saatchi & Saatchi rebuts claims made by the CEO of Unilever, Niall Fitzgerald, that advertising 'is suffering a death of a thousand cuts'.

24

Positioning the Agency as a Brand

Includes video content

Recommended by Warc editors

Trends

Best Practice

Shelly Lazarus, Classic Speeches - 4As, 1997

Shelly Lazarus, chairman, Ogilvy & Mather Worldwide, gives pointers on how to brand an agency in this 1997 speech to a 4A's (the American Association of Advertising Agencies) PR seminar. View Summary

Shelly Lazarus, chairman, Ogilvy & Mather Worldwide, gives pointers on how to brand an agency in this 1997 speech to a 4A's (the American Association of Advertising Agencies) PR seminar. Defining the agency's brand is seen as the task of top management alone. However, the sheer complexity of branding an agency - carrying through to past, present and future clients, agency employees and shareholders - also renders smart use of PR crucial to the process. Elsewhere, the branding process is seen as slow and incremental, and Lazarus also points out that her own agency's brand equity - originally built up by David Ogilvy - was very useful in the difficult years following the WPP takeover in the early 1990s, by providing a platform from which to rebuild.

25

Your brand is your future

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jim Mullen, Classic Speeches - 4As, 1996

What makes a strong brand and why is this quality important? U.S. advertising Industry executive Jim Mullen tackled these questions in this 1996 speech.